Kenya’s Osborne Macharia, South Africa’s Khuli Chana, Sho Madjozi, and Trevor Stuurman, and Senegal’s Fabrice Monteiro have been unveiled as the collaboration power source that will re-ignite Absolut Vodka’s PR campaign into 2018, under a One Source Live ‘revolution’ set to take place in March next year.
Gathering thematics from the fashion, photography, music and arts industries, ‘One Source Live‘ will gather creatives from across the continent, bringing them to Johannesburg in South Africa for an all-day live series of performances and collaborations on multiple stages.
The showcase takes up where its predecessor, the hit single ‘One Source’ (2016) left off, which featured Khuli Chana, Patoranking, VVIP, Stonebwoy, Sarkodie and Kenya’s own Victoria Kimani. Absolut was experimenting with a new and innovative way to tap into the African market, and by extension its largest market on the continent – South Africa, to try and make its one source ethos resonate. ‘One Source’ references how each of the ingredients in the premium vodka brand are sourced from one location – Ahus, a tiny Swedish town.
‘One Source Live’ portrays this year’s five selected industry heavyweights as superheroes – heroic avatars inspired by Africa’s history, mythology, and bright futures (embodied in the constant blue glow). The five play the roles of The Eye, The Rain Queen, The Iron Warrior, The Explorer and The Dragon. A cross-continent roll out will take place in the coming months. Behind the campaign is a call for all Africans to join the creative revolution and change the way African creativity is represented online.
As we wait for further details in Kenya, check out the breathtaking visual effects in the just over 4-minute short film above.